BMW FS has reinvented the traditional savings account with its online savings account. Demolished competition at first appearance, while simultaneously communicating typical BMW added value of performance, service and security. Positioning not as a no-service cheap provider for interest-chasers, but as a serious banking alternative with all the benefits of traditional banking.

Outstandingly successful figures were achieved at the launch because of the attractive interest rate and the additional services offered by BMW FS with its online savings account and premium-market spread. At present, more than 40,000 online savings accounts have been set up.